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This example illustrates what Niraj Dawar, of the Havard Business Review, meant in his article on effective marketing strategies.
According to Dawar, downstream activities—such as delivering a product for specific consumption circumstances—are increasingly the reason customers choose one brand over another and provide the basis for customer loyalty.
Yet, business strategy continues to be driven by the ghost of the Industrial Revolution, long after the factories that used to be the primary sources of competitive advantage have been shuttered and off-shored. The strategic question that drives business today is not “What else can we make?” but “What else can we do for our customers?” Customers and the market—not the factory or the product—now stand at the core of the business. Let’s consider more closely how companies can use downstream activities to overturn traditional strategy.
In their quest for upstream competitive advantage, companies scramble to build unique assets or capabilities and then construct a wall to prevent them from leaking out to competitors. Downstream competitive advantage, in contrast, resides outside the company—it is the external linkage with customers, channel partners, and strategic alliances. It is no secret that today, in many industries, the activities such as sourcing, production and logistics are being handled by outsourced companies, while subsequent efforts to reduce the costs and risks of customers are becoming sources of competitive advantage and the true source of value for the company. Ecommerce marketing has quickly become an enormous focus for businesses of every kind in the past decade. Whether you’re starting or developing your ecommerce business, it can easily become a little overwhelming. It’s great to get the concept of something, but seeing something done well is often hugely beneficial when coupled with the general idea. Staying on top of what’s happening now is obviously crucial, but knowing what steps will need to be taken in the future can help achieve success and get ahead of the curve. Found on the same site as “10 Predictions about the Future of Ecommerce,” this article goes over seven already tried and true ways to boost your ecommerce strategy now. Another great article from Mark McDonald, this one focuses on shipping, an obviously essential part of most ecommerce businesses.
Similar to Mark MacDonald’s article about successful ecommerce tactics, which goes over successful trends and examples of who’s doing them, Elisa Gabbert writes a similar article but in a different format. While this particular article may not be for everyone (not everyone wants to expand globally), it’s a good guide for those who are interested in getting their business to an international level.
Another great article from Armando Roggio (he’s got a lot of great ones out there), explaining how to go about developing an actual marketing strategy. Rich Gorman is a huge player when it comes to social media in regards to ecommerce marketing. The last article discussed specifics about marketing plans for social media (like to enable social sharing). Landing pages are designed for your customer to end up on, either for a special promotion or when they first come to your site. Link building both boosts SEO ratings and puts your site in a place where interested customers may find it, and Alex Jule shares some advice on how to get started with this complicated process. Guest blogging is a great tactic, but Linda Bustos focuses on thirteen methods outside of blogging for marketing success.
With mobile sales increasing, it’s important to make sure that both your site and your marketing efforts are ready for the mobile millennia. For businesses looking to expand and considering affiliate marketing, this is the article for you.
About Tariehk Geter – Tariehk Geter is the Director of Marketing at OSI Affiliate Software and he loves to share strategies that help businesses sell more.
I have a fairly large social media presence so when I launched my Ecommerce store, I was trying to find way to connect the two. The purpose of developing a marketing strategy is to focus on target markets that present the best opportunities. The most effective marketing strategies promote the things that differentiate a company from the competition. Once you’ve identified one or more competitive advantages the next step is to identify those who will be the most interested in them.
Once you’ve identified your competitive advantage and those who will be interested in the benefits it can provide the next step is to define how to tell them about it. Knowing your competitive advantage, your target market and developing an effective way to communicate your offering will not bring the desired results if you don’t determine the best way to reach your audience. Know your competitive advantage, define your target market, create your message and deliver your message the right way and you will have an effective marketing strategy. Get the latest tips and best practices for running your auto repair shop or tire shop with our monthly newsletter. The seven Ps of marketing strategy namely product process promotion people physical evidence place and price.
Now imagine a world where you knew how many sales you could close, just by the amount you spent on online marketing. The way it works is a very simple formula, and to get started all you need are a couple of things from your sales team. So finally, we would use our online marketing tools to drive 2,000 visitors to your website.

As you can see, using this formula you’ll be able to see exactly the return on your online marketing investment! Companies are still organized around their production and their products, success is measured in terms of units moved, and organizational hopes are pinned on product pipelines.
According to Dawar, “this new center of gravity demands a rethink of some long-standing pillars of strategy: First, the sources and focus of competitive advantage now lie outside the firm, and advantage is accumulative—rather than eroding over time as competitors catch up, it grows with experience and knowledge. You can tell which of its activities a firm considers to be a source of competitive advantage by how well protected they are: If the company believes its edge lies in its production processes, then plant visits are strictly controlled.
It is most often embedded in the processes for interacting with customers, in market research, and in customer behavior.
With more and more business—and consumer purchasing—happening online, ecommerce marketing is a hugely important skill to understand and develop. Complicated concepts are extraordinarily easy to grasp, as they are put in simple terms with great examples (both in text and visual). This blog post covers what some owners are doing extremely well in ecommerce marketing, helping their success.
Scott Gerber’s article is comprised of ten predictions given about the future of ecommerce and it’s trends, given by ten major players in the industry.
While this doesn’t go over boosting SEO ratings or how to reach more clients, how you handle shipping can play a huge factor in whether or not you make the sale. She focuses on three specific brands and goes into detail about their highly successful ecommerce marketing strategies. He explains why it’s important to keep updating your marketing efforts using these practices, as well as how to do them. It reminds business owners of challenges that arise specifically when dealing with global marketing, like currency differences and taxes, as well as tips on how to navigate them.
He urges owners to be practical about what they’re doing, which means to fully understand their audience, their communication channels, and even their own goals. He claims that social media can build brand and gain clients, but often does not directly lead to money in your pocket, meaning it can be frustrating.
This one talks about how to integrate social media marketing into your ecommerce marketing strategy. Having strong landing pages has proven to increase sales, and this article by Megan Totka gives some strong advice about how to make yours stand out. This article by Eric Phillips gives undivided attention to this necessary component of ecommerce marketing. He explains what link building is, how it works, and tips on how to put it into practice correctly.
She mentions videos, social profiles and updates, mobile apps, and user generated content (among others) as ways to peak customer interest. It explains why affiliate marketing can be so beneficial, and then explains how to go about taking part in an affiliate marketing program and how to create the accompanying marketing campaign. Marketing without a defined strategy may be effective but focused marketing will always bring the best results. The offering and target market should be as specific as possible without limiting the effectiveness of the strategy. Production-related activities are honed to maximize throughput, and managers who worship efficiency are promoted. If it believes that R&D sets it apart, security around its research labs is airtight and armies of lawyers protect its patents. Fortunately, there are a vast array of experts willing to share what they know, including their predictions for upcoming trends in their field.
They take you step by step about what should happen when a potential customer lands on your page, telling you what that customer needs to see on your site, how they happen to see it, and what you need to make them feel the way they want about it. This blog focuses mostly around content, giving examples of sites that have kept theirs original, interesting, and refreshingly up to date. A lot of them rely on everything custom and customer engagement, some of which intermingle directly. Design a Service You’d Want to Use Yourself”) and then an in-depth description of how to do just that.
Extra shipping fees can cause abandoned shopping carts, leading customers to second guess their purchase before making it, and this article goes over how to pick a shipping cost strategy, and what some of those different options are. She looks at Lands’ End Apostrophe, Zingerman’s Guide to Good Eating, and REI, all of which have successfully taken a concept and executed it beautifully and with great results.
This article couples well with some of the others above—they explain how to do something, he explains how to determine whether or not it was successful, and whether or not to continue what you’re doing.
This article doesn’t go into design tips for a site or how to make original content, but something just as valuable: what business owners need to keep in mind when they’re making that content or site layout. He has a list of ten to-dos when it comes to maximizing results with marketing in social media, such as building trust and enabling social sharing. She discusses creating a call to action, encouraging trust, proving relevance, focusing on baby steps, and eliminating distractions in this progress. He discusses what the call to action should do, how to format it, what it should say, and different templates that can be used.

If you either don’t know anything about link building or could use a refresher, it’s a great read to gain some knowledge. Here he offers several ideas on how to improve an e-mail marketing campaign, including having a singular focus and to use (but not depend on) attractive images and graphics.
Several of the concepts suggested are heavily reliant on customer engagement and interaction, which long term can lead to more involved customers and more sales. He offers a general idea (focus on the site), and gives breakdowns with specific examples and what to take away from them. The how-to and the why are great for those who are new to the subject or those who are reconsidering it. So far I have already picked up some very useful information from just reading the first two articles.
Target markets that will be most responsive to your unique service and product offerings will achieve the best results for you and your customer. Mapping your competitive advantage to prospective customers will maximize the impact of your marketing efforts. The message itself should draw attention and highlight your competitive advantage in such a way as to pique the interest of your target market.
However, that same consumer, finding herself in a park on a hot summer day, will gladly pay $2.00 dollars for a chilled can of Coke sold through a vending machine. Downstream, it’s no longer about having the better product: Your focus is on the needs of customers and your position relative to their purchase criteria.
And if it prizes its talent, you’ll find hip work spaces for employees, gourmet lunches, yoga studios, nap nooks, sabbaticals, and flexible work hours. With the details (and sometimes, even the broad concepts) of ecommerce marketing constantly evolving, it’s crucial to get up to date information and to do it often.
Armando Roggio does just that for ecommerce marketing, telling business owners the most important things to keep a handle on and great descriptions on how to do just that.
While these are only predictions, and they may not be all that successful, it’s still important to know what industry experts believe the field will change into.
With myriad experts guessing that free two-day shipping is about to become the norm (or at least more common), taking a look and updating your own shipping strategy could prove important. Another great article that will give you practical examples of how to put a concept into reality, as well as helping you brainstorm about your own marketing strategies. While Strauss doesn’t go into too much detail, he urges businesses even thinking about going global to consider his list of issues. It’s easy to be distracted, and this article reminds you what you always need to keep in focus. He advices social tracking services (remember measure everything?) to evaluate the success of social media marketing efforts.
She argues that you should keep your blog going if you’ve got one, but that you should add on these practices as well. He urges business owners to understand what being mobile means for their sites and their businesses, and how to plan accordingly.
If there is a product or service that you offer but your competitors don’t, you have a unique advantage. Knowing the shopping methods your target audience uses is critical to delivering your message.
The benefit of the marketing strategy must justify the anticipated costs in order to be worthwhile. That 700% price premium is attributable not to a better or different product but to a more convenient means of obtaining it.
The article covers a great range of things that could be adjusted, including site performance, design and content, free two-day shipping, livechat, and social logins. When you’re looking for examples of great content put into practice, this post is definitely worth a read.
Social media is a growing part of ecommerce marketing, and getting a good grasp of how to boost profitability here can help your business substantially. Behaviors are discussed that, when compensated for in practices, can yield results from marketing (like how 49% of survey takers said they’d click from social media to another site if they saw a promotion). Perhaps most interestingly, he briefly discusses how Gmail’s promotions tab has hindered e-mail marketing campaigns and how to attempt to overcome them. Third, the pace and evolution of markets are now driven by customers’ shifting purchase criteria rather than by improvements in products or technology” (Dawar, 2013). He gives great suggestions for boosting both sales and clients, which is something even the most successful businesses want. The content revolves around the general focus of a customer’s experience and how to make it the very best it can be.
It also discusses how to “thaw out negative feedback,” an important part of the process to consider.

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